On the robustness of the brand positivity effect: Is impulsivity a moderator of overly favorable judgments and choices of focal options?

Five experiments were conducted to explore trait impulsivity as a possible contributor to the magnitude of the Brand Positivity Effect, and to provide a more sophisticated empirical account of the role of selective processing in driving it than reported in prior research. Although the experiments considered very different choice categories including a product, a service, an experience, and a public good, data were convergent in several ways: (a) the Brand Positivity Effect in judgment, choice intention, and non-hypothetical choice was replicated, (b) non-intrusive process-tracing methodology established that selective processing is related to the magnitude of the Brand Positivity Effect, and (c) the Brand Positivity Effect was demonstrated to be a robust phenomenon that is observed regardless of individuals' trait impulsivity.